GOOD NEWS FROM GERMANY FOR TOP DENOMINATION ITALIAN WINES: THE GERMAN MARKET AFFIRMS ITSELF AS A STRATEGIC MARKET FOR SOAVE AND ITALIAN WHITES ARE THE MOST SOLD WINES IN GERMAN SUPERMARKETS

Apart from the fact that it is always a great occasion to “seduce” German consumers, this year, the ProWein wine expo was also a testing site that was used to better understand whether there has been an upswing in Italian wine consumption in Germany, traditionally one of Italy’s strongest foreign markets, in particular for DOC and DOCG wines (from Nobile di Montepulciano to Amarone della Valpolicella, from Brunello di Montalcino to Prosecco di Valdobbiadene, from Chianti Classico to Soave).
And, according to the results, though the German market for Italian wines may have suffered a bit in recent years, it appears that it is now responding very positively again to Italian wines. It looks like the worst has passed for “Made in Italy” in Germany according to the results of the ProWein expo held in Dusseldorf (March 18-20), bringing along an air of optimism for many DOC and DOCG Italian wines that depend on Germany as an important market outlet.

Starting with Soave: “Germany” – explained Arturo Stocchetti, Consortium President – “has always represented one of the main commercial outlets for Soave, but today that which has been established between German consumers and Soave goes well beyond consumer trust, given the love that German tourists have for our localities. It is a success that also derives from the incomparable quality/price relation of Soave, merit given to a focused base production strategy pushed forward by producers”.

Positive response for Chianti Classico, Brunello di Montalcino and Nobile di Montepulciano (“the comments are all positive from producers, importers and commercial workers”, explained Nobile director, Paolo Solini) to Amarone della Valpolicella (“the German market seems to be on the upswing; it is a favorable moment”, noted the Consortium director, Emilio Fasoletti), to Prosecco di Valdobbiadene (“in 2006 there was a bit of an upturn, this year, however, there has been a true upturn. The sense of recuperation, both in volume and in prices, seem to be there”, confirmed director Giancarlo Vettorello), to Soave (“the feeling is that in Germany there is a reawakening of the desire to spend; there is a consumer upturn and renewed attention to important DOC wines and big Veronesi wines, that have always been familiar and accessible. ProWein is a fair to keep an eye on”, confirmed Consortium director, Aldo Lorenzoni).

Italy is, both in terms of volume and quantity, the main wine exporter to Germany, with a share of the market of about 35%, though the competition from winemaking countries like Australia, South Africa, and South America are continuing to raise the pressure.